Page 43 - THEi Student Applied Research Presentations 2024

CUSTOMER PERSPECTIVE AND NECESSITY OF
FOOD AND WINE PAIRING

ABSTRACT

RESEARCH BACKGROUND
This research exists because of the difficulty related to identifying different wine
characteristics of its aroma and taste in a blind tasting, while those aromas and taste
can be easily identified after reading the wine tasting notes on labels. Besides, regarding
the flavour enhancement because of food and wine pairing mentioned in theories, the
enhancement was not experienced, and the necessity was not understood. Therefore,
the research aims to find the universality of these issues in customers.

METHODOLOGY FAN KANG HO
A sensory blind and open tasting was conducted using three red wine samples (Cabernet
Sauvignon, Merlot and Shiraz) with a sample size of 33 participants. Descriptive BA (Hons) in Culinary Arts and
analysis, correlation analysis, and paired sample t-test were used for result analysis. Management
Department of Hospitality and Business
FINDINGS Management
60% of participants tasted different aromas or tastes of the red wine samples after
reading the tasting notes in an open tasting. It shows the impact of tasting notes,
where people might not be able to identify the wine characteristics without them. They OBJECTIVES
are willing to pair up food and wine and can select appropriate pairings which match in
theory, but they suggested the pairing was driven by the food, and it is not necessary
for food and wine pairing although they feel the flavour enhancement. • To investigate the feeling when
non-professional customers taste
ABOUT THE INVESTIGATOR different characteristics of wines
and food and their wine pairing
I am FAN Kang Ho, Tommy. Ms. Suzanne STORMS is my supervisor, and she helped a preferences;
lot during the whole project, including helping me to build up the research topic from • To identify the wine tasting notes'
my piecemeal ideas. As I am interested in drinking different types of wine, I would impact on flavours during wine
like to share the enjoyment with everybody and make contributions to food and wine tasting;
pairing through this research, which is also one of my career goals. • To explore the necessity of food and
wine pairing through the results of
different paired samples.

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